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Samsung have a humorous dig at Apple

Some of you may have noticed the lovely chaps at Apple have recently launched the odd new product or two.
And it seems the marketing team at Samsung may have pre-empted Apple's new product benefits and developed a series of TV ads to mock/counteract them. No matter what side of the fence you sit on, you've got to admit that Samsung were pretty quick off the mark with the campaign, and the use of the word Genius throughout the work is pretty clever too.
In the US, there has long been a tradition of highly competitive advertising, both implicit and explicit in tone but in the UK it is something that is rarely seen. Surely the bus wars that erupt all over the country merit a bit of competitive advertising to further spice up those competitive routes?